THONET VS. TOBIAS

Bronze Eurobest Campaign
ClientIKEA DEUTSCHLAND GMBH & CO. KG
3 of 3 Campaign
Category B06. Retail
TitleTHONET VS. TOBIAS
Product/Service1: VITRA VS. ODGER 2: THONET VS. TOBIAS 3: FRITZ HANSEN VS. SVENBERTIL
Entrant THJNK Hamburg, GERMANY
Idea Creation THJNK Berlin, GERMANY
Idea Creation 2 LOVED Hamburg, GERMANY
Idea Creation 3 THJNK Hamburg, GERMANY
Media Placement WPP MEDIA SOLUTIONS Düsseldorf, GERMANY
Credits
Name Company Position
Armin Jochum thjnk AG Chief Creative Officer
Mieke Haase loved gmbh Managing Director Creation
Karl Wolfgang Epple thjnk AG Creative Director
Matthäus Frost thjnk AG Creative Director
Marie-Therese Humer loved gmbh Art Direction
Hendrik Heine thjnk Berlin GmbH Managing Director Account
Peggy Wellerdt loved gmbh Head of Photo Department
Katharina Form Freelance Account Manager
Dirk Weyer Weyer + Grill Studio Photographer
Susam Sobotta Weyer + Grill Studio Photo Assistant
Carolin Sonnenschein Weyer + Grill Studio Photo Studio Management
David Kowalski Freelance Retouching
Christian Schemath thjnk AG Final Artwork
Hilko Wiegmann thjnk AG Final Artwork
Marina Melentieva Freelance Styling

Cultural/Context information for the jury

IKEA has always been about everyday life. So in order to advertise IKEA’s affordable products, we went in search of a common habit everyone can relate to. We focused on chairs. Why? Because everyone has one particular chair where they just throw all their stuff. Clothes that are too dirty for the closet but too clean for the laundry? Welcome to the chair. The funny thing is, when your chair is covered with all that stuff, you can’t really see the chair anymore. That’s where our idea came from: Why spend a lot of money on a designer chair when you can’t even see it? You’re better off buying an affordable alternative: a chair like Odger, Tobias or Svenbertil from IKEA.